Call for Chapters: Cross-Cultural Perspectives on Luxury Marketing

Editors

Theodore Tarnanidis, Researcher, Greece

Call for Chapters

Proposals Submission Deadline: July 4, 2024
Full Chapters Due: September 5, 2024
Submission Date: September 5, 2024

Introduction

This publication seeks to motivate diverse academics, professionals, and researchers to conduct research on the future of the luxury of marketing science. Luxury marketing is becoming more significant in marketing research and practice, and the number of publications in journals and books is increasing and remarkable. Luxury brands are becoming more commonplace, which could lead to a struggle for the luxury sector due to its continuous growth. To achieve short-term financial goals, luxury brands employ mass marketing techniques that result in the creation of "masstige" (mass prestige) brands. The academic field is also prone to confusion about the concept of luxury, where researchers often encounter difficulties and confusion between three concepts: upmarket products, expensive products, and luxury products. Sustainable luxury marketing through a cross-cultural perspective involves tailoring marketing strategies for luxury brands that not only emphasize the exclusivity and high quality of their products but also integrate sustainable practices and resonate with diverse cultural values and norms across different markets.

Objective

The edited book's aim is to uncover several ongoing trends that pertain to sustainable luxury and masstige marketing from a cross-cultural viewpoint. The book's aim is to assess how immersive technologies are being incorporated by luxury brands and how it impacts their relationships with consumers.

Target Audience

This publication is an important reference source for academics and researchers in marketing, undergraduate students, postgraduate students, consultants, technology developers and policymakers interested in exploring the area of sustainable luxury and masstige marketing. The call will be available, though specific professional networks, conferences, research groups, website announcements, list‐servers and other venues.

Recommended Topics

• Consumer behaviour • Cross-Cultural Differences • Digital world, digitalization • Luxury practices and luxury brands • Consumer decisions for luxury brands • Opportunities for luxury companies • Sustainable and Ethical business practices • Mixed reality • Virtual reality • Metaverse • Artificial intelligence • Immersivet echnology • Marketing research and cross-cultural marketing segmentation • Marketing 5.0 • The future for the luxury industry • Luxury Marketing is changing • Reshaping Luxury Marketing Science

Submission Procedure

Researchers and practitioners are invited to submit on or before July 4, 2024, a chapter proposal of 1,000 to 2,000 words clearly explaining the mission and concerns of his or her proposed chapter. Authors will be notified by July 18, 2024 about the status of their proposals and sent chapter guidelines.Full chapters are expected to be submitted by September 5, 2024, and all interested authors must consult the guidelines for manuscript submissions at https://www.igi-global.com/publish/contributor-resources/before-you-write/ prior to submission. All submitted chapters will be reviewed on a double-anonymized review basis. Contributors may also be requested to serve as reviewers for this project.

Note: There are no submission or acceptance fees for manuscripts submitted to this book publication, Cross-Cultural Perspectives on Luxury Marketing. All manuscripts are accepted based on a double-anonymized peer review editorial process.

All proposals should be submitted through the eEditorial Discovery® online submission manager.



Publisher

This book is scheduled to be published by IGI Global (formerly Idea Group Inc.), an international academic publisher of the "Information Science Reference" (formerly Idea Group Reference), "Medical Information Science Reference," "Business Science Reference," and "Engineering Science Reference" imprints. IGI Global specializes in publishing reference books, scholarly journals, and electronic databases featuring academic research on a variety of innovative topic areas including, but not limited to, education, social science, medicine and healthcare, business and management, information science and technology, engineering, public administration, library and information science, media and communication studies, and environmental science. For additional information regarding the publisher, please visit https://www.igi-global.com. This publication is anticipated to be released in 2025.



Important Dates

July 4, 2024: Proposal Submission Deadline
July 18, 2024: Notification of Acceptance
September 5, 2024: Full Chapter Submission
October 10, 2024: Review Results Returned
November 7, 2024: Final Acceptance Notification
November 14, 2024: Final Chapter Submission



Inquiries

Theodore Tarnanidis Researcher tarnanidis@uom.edu.gr

Classifications


Business and Management; Computer Science and Information Technology; Media and Communications
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